Challenge
Universal Dynamics is a leading provider of industrial process
control applications that increase plant performance and profitability.
The company developed an entirely new software system and looked to
NextPhase to launch the product in North America. They wanted to start
with a huge splash at the annual ISA industry trade show. And they
wanted to support the launch with a dynamic campaign targeted at diverse
vertical markets.
Action
Originally named the Universal Adaptive Controller, NextPhase
renamed the software BrainWave with a the positioning line "Thinking the
Process Through". The full launch program included product and
application brochures, direct and e-marketing program, trade show
display, product video and website. This program was supported with
public relations and advertising campaign.
Results
The launch at ISA was a success. According to John Kay, V.P.
Director of Marketing, “We were able to capture twice the number of
prospects that other booths were getting. We got a large process company
worth over $500K and closed the first trial order less than three weeks
after the show.” In the next six months, the campaign produced over
5,500 qualified leads from across North America.
